Retail Detail with 707 Company

Letter F talks retail business with Caprico Mimbi, one of 707 Company’s marketing team. Started off as an actual 707 store in Kemang (now it’s in Pondok Indah Mall 2), today the big retail company is increasingly active on their web store. The company itself has pocketed licenses of huge brands under their sleeves: Fred Perry, Superga, Denim Supply, Melissa Shoes and others.

Why streetwear in particular?
“We don’t want to be that common store that carries common brands. Even our staffs at the store always give brief explanation to customers about the brands we bring.”

How was the transition from offline to online ones?
“I think it’s not a transition, because basically it’s just the same. We run the offline and online store at the same time. But yes, the target market is getting broader. People from out of town can purchase our brands through online web.”

We bet social media plays a big role, right?
“Absolutely. People know us better from social media, plus the market is getting broader. Originally, our target market is between 18-35 years old, but we don’t have specific numbers to date. It’s because all social media platforms.”

Tell us about 707’s future plans!
“So we are developing 707 Audio right now. We invited DJ to make 707 mixtape special, and it’s  only for our web, so you can shop while listening to the dope mixtape and playlist. Why music? Because we want to embrace the music enthusiasts too, not only fashion ones. It’s like a mutual feeling for both of parties.”

How does 707 manage to keep up with the fast-paced fashion?
“Since fashion is unpredictable and we will never know what kind of fashion stuff that will be big in a couple of months later, we have to follow people’s demand and the latest demand. Plus we carry brands with their exciting historical stories so the customers will know about the background story.”

Writer: Adhinda Latifa
Editor: Olivia Elena
Photographer: Vicky Melly
Digital Imaging: Dela Naufalia
Videographer: Iqbal Safei 

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